Like many sectors of the US economy, the residential real estate market has been significantly impacted by the COVID-19 crisis. At the beginning of the pandemic, health concerns and lockdown orders led to fewer buyers looking for homes and fewer sellers willing to list their properties or allow strangers to enter their homes during a pandemic. In April-May of 2020, nationwide home sales dropped to their lowest levels since the housing and financial crisis that began in 2007.
Despite the steep downturn last year, home sales in 2021 have started to rebound across the country. Low mortgage rates, combined with an increase in work-from-home opportunities as a result of the pandemic, have fueled a surge in housing demand, particularly in lower-density suburbs. Buyers are driving up home prices, causing homes to sell quickly. The historically low mortgage rates have fueled an increase in demand, particularly among millennials. However, they are running into a shortage of available housing. Some aggressive buyers make offers without even seeing the property and forego contingencies to win bidding wars in a highly competitive market.
On the housing market “roller coaster,” most sellers and buyers are doing all of their research online before they ever step foot in a real estate agent’s office or stop by an open house. Therefore, it is more important than ever for a real estate agency to have a relevant and impactful online presence. For many agents, having a website with a blog is a big part of that. But some blogs are much more successful than others.
So if you’re considering getting started with writing and posting blog content to attract buyers and sellers, it pays to spend some time figuring out more about what’s going to help you succeed. How do you create a real estate blog that will give your target audience a reason to care, listen, engage, buy, and stay?
By following these four tips below, real estate leaders can best serve buyers and sellers and accelerate time to new listings and sales.
1. Solve Problems
Most of the time, when somebody searches the internet for a topic, they are looking for a solution or an answer—especially when they’re searching for something related to real estate. Perhaps they’re in the process of selling their home and want to find out more about the home improvements that will boost their property’s value, or know the best time of year to put their home on the market.
To be successful, the main aim of your real estate blog should be to answer the relevant questions and solve the common problems that buyers and sellers have.
2. Have Conversations
Many first-time bloggers focus too much time and energy on perfecting their language, structuring proper sentences and maintaining impeccable grammar. Now don’t get me wrong, we value writing that is clear, concise, and properly spell checked before you hit publish, but you don’t need to obsess over it like a college application essay. Your readers are likely going to be much more forgiving than a college admissions officer and will often prefer to read a blog that has an informal and conversational tone, albeit keeping it professional. And of course, there’s nothing wrong with using some humor to engage your audience.
3. Add Visual Interest
When creating a real estate blog, it’s not just the text that’s going to be the focus of attention. If you’ve ever tried to read a blog post that was comprised of several pages of text, you know what I’m talking about. Consider adding some visual interest to your blog with infographics, images, and even videos to support your ideas and offers. You can make the post easier to read by breaking it down into shorter, manageable paragraphs.
4. Post Regularly
Last but not least, posting regularly is crucial to making your real estate blog relevant and worthy of being top-of-mind for buyers and sellers. You could blog daily with short-form articles (500-750 words) or spend more time creating long-form, in-depth posts (1500-2000 words) that you post less often. Either way, it’s important to maintain consistency and avoid having an erratic posting schedule. Creating an editorial calendar, writing posts in advance and scheduling them to be published on a certain date and time is an effective way to manage your blog and align it with your business goals.
When you post regularly, it’s also important to guard against committing self-plagiarism – which is completely unacceptable in our digital world. While writing on a similar topic, again and again, you might unintentionally repeat some phrases or sentences that will leave the telltale signs of plagiarism on your blog. You can eliminate this problem by using a Plagiarism Checker to scan your text and identify instances of redundancy and duplication. Much like a spell checker, a quick plagiarism test before you click the publish button is highly recommended. With 100% original content on your blog, you should see an increase in your readership, engagement and conversion with your audience over time.
For a real estate business to be successful in 2021 and beyond, an online presence is key. Many of your clients will find you through an online search, and a relevant and impactful blog will give you the chance to provide a useful answer to their question and give them a reason to engage you.
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